A Study on Digital Intelligence and Influencer Marketing for Sustainable Diversification of India's Retail Economy: A Qualitative Study

Abstract

The purpose of the study is to investigate the role of Digital intelligence via influencer marketing to see its significance impact on India's retail economy. Throughout the decade digital technologies have been adopted into the social eco-system. Through mixed methodologies, the study has collected data from the Hyderabad region from multiple retail outlets to understand the influence of digital intelligence on consumers in interacting with retail outlets. The results of the study indicate that a significant presence of retail outlets online improved the performance of retail outlets. The customer's point of interaction and contact has been improved significantly. The findings of this study will provide valuable insights for the policymakers, retailers, and marketers to navigate in digital landscape and to be a part of sustainable economic growth in India's retail boom.